Mobile operator group SingTel and Samsung have partnered to boost app usage by offering direct billing, preloaded apps and support for app developers.
SingTel will enable customers to purchase apps from the Samsung Apps portal using direct billing, in which charges are added to monthly bills or taken from prepaid credit. This approach means credit cards aren’t required for each transaction — something that will be popular in markets where cards are not widely used.
The functionality will be rolled out in Singapore, followed by other markets in which SingTel has associate operators, including Thailand (AIS), the Philippines (Globe Telecom) and Indonesia (Telkomsel).
The partnership also includes a mobile app development sponsorship programme to help innovative start-ups accelerate development and provide marketing support in the various markets in which SingTel has a presence.
Finally, Samsung and SingTel’s Digital Life programme will collaborate to provide preloaded apps customised for local markets. The results will be seen in Thailand, the Philippines and Indonesia, starting with the flagship Galaxy S5 smartphone.
The partnership with Samsung is aimed at bringing a richer mobile data experience to customers, according to SingTel.
DJ Lee, head of global sales and marketing for Samsung’s mobile communications business, said the partnership is important “to reach a broader audience across the markets we operate in”.